Social Media Marketing in Malaysia
This article is written for foreign businesses, individuals, or even expatriates who are looking to tap into the Malaysian market. If you’re curious about how social media marketing works here, I’m sharing some insights based on my personal experience.
I’m sharing some insights based on my personal experience. It’s not meant to be a deep dive or backed by any hard data—just what I’ve noticed works and what doesn’t. Hopefully, this will give you a better understanding of which social media platforms work in Malaysia!
Popular Social Media Platforms in Malaysia
I’ll be covering 7 most popular social media platforms: Facebook, Instagram, Twitter (now X), LinkedIn, TikTok, XiaoHongShu, and Threads. Each platform plays a unique role in connecting users and businesses, so let’s dive into how they’re used here!
1. Facebook
Need not explain much—Facebook is a social media “veteran brand” (老牌子). It’s been around for ages and continues to dominate in terms of user base and features. Whether a business or an individual, Facebook offers tools from personal profiles, business pages, and groups to a robust ad platform. It also has features like live streaming, event hosting, and marketplace functions that make it versatile for both personal use and marketing.
POV:
The introduction sounds good, right? But honestly, I feel like Facebook is getting worse. The platform is becoming a hub for scammers and grey industry businesses like casinos and soft porn, which use Facebook for ads since it’s less restrictive. Fake profiles are everywhere, and you can even buy them easily online (they’re called dummy accounts). Sensitive industries like forex trading and cryptocurrency often use these dummy accounts, so when one ad account gets banned, they can quickly switch to another fake profile.
On top of that, Facebook in Malaysia is flooded with “toxic uncles” leaving toxic comments and remarks on others. Don’t get me wrong—I support freedom of speech—but some of these comments are just pure trash, spreading nothing but hatred. This could be one of the reasons why the younger population is shifting their preference to Instagram.
That said, Facebook is still a must-have since we need a Facebook page to access Meta Business Suite, which is essential for better control and management of Instagram accounts (which I’ll cover next).
2. Instagram
Instagram is probably the most popular social media platform in Malaysia. It’s focused on visuals, with features like photos, videos, Stories, and Reels, making it ideal for showcasing lifestyle content, products, and services.
Instagram also offers tools such as IGTV and Shopping, which are useful for both personal sharing and business purposes.
Integrated with Meta Business Suite, it allows for easy management alongside Facebook. The rise of influencer marketing has also made Instagram a major player for brands looking to connect with audiences more authentically and engagingly.
POV:
Instagram feels like a premium version of its older sibling, Facebook, since they’re both part of the same company, Meta. However, the platform’s focus on showcasing lifestyle content can sometimes lead to feelings of anxiety among users. Additionally, it has features that can be addictive. Despite these concerns, Instagram is still considered a must-have tool, much like Facebook, especially for its versatile use in personal and business contexts.
3. LinkedIn
My personal favorite social media platform—LinkedIn—is business and work-oriented, making it perfect for professionals. Whether you’re looking to connect with industry experts, network with peers, or even search for job opportunities, LinkedIn has you covered. The platform offers features like job listings, company pages, professional profiles, and LinkedIn Learning for skill development. It’s also widely used for sharing industry insights and thought leadership content, making it a go-to for anyone serious about their professional growth.
POV:
LinkedIn is a great place to stay updated in your industry or field, as many key opinion leaders (KOLs) regularly share tips, knowledge, and how-tos. You can also find experts to help solve technical issues by joining specific groups that focus on your interests. Plus, it’s a fantastic platform for connecting with other professionals and expanding your network. However, it’s not necessarily a must-have for certain types of businesses, such as entertainment, food & beverage, or gaming, where other platforms might be more effective.
4. XiaoHongShu 小红书
Xiaohongshu, literally “Little Red Book” and also known as RED, is a social media and e-commerce platform. Often referred to as “China’s answer to Instagram” or the “Chinese Instagram,” Xiaohongshu allows users to share lifestyle content, including photos, videos, and personal reviews, with a strong focus on beauty, fashion, travel, and wellness.
One of its features is the integration of e-commerce, where users can purchase products directly through the platform based on recommendations from influencers and other users. The platform combines social interaction with shopping, creating a unique user experience that blends content sharing with consumer behavior.
POV:
Full of shit. To be honest, I could write an entire article on why I don’t use Xiaohongshu (XHS). While it claims to be gaining popularity among younger Chinese users and the Chinese diaspora, with 70% of its user base reportedly female, I have my reservations.
Like Instagram, XHS is designed with addictive features—understandably, since platforms make money by keeping users engaged for long periods. However, this constant engagement can lead to feelings of anxiety, especially from comparing physical appearance, income (like how much you should be earning at a certain age), and individual social status.
In Malaysia, I’ve noticed a lot of direct sales, insurance, and property agents using the platform to create content that seems to aim at anxiety-based selling. Personally, I feel the more time you spend on XHS, the less productive and more anxious you become. A lot of the content seems to be created by immature users or those pushing an agenda.
In my view, XHS is suited for businesses in entertainment, food & beverages, beauty, fashion, travel, and wellness. It’s a niche platform aimed at Chinese audiences, so unless your business falls into those categories, it may not be the best fit.
5. TikTok
TikTok has become one of the most popular social media platforms globally, including in Malaysia. Known for its short-form video content, TikTok allows users to create and share videos up to 10 minutes long, often with music, effects, and filters. The platform’s algorithm curates personalized content for each user, making it easy to discover new videos based on interests. Popular features include duets, where users can collaborate with other creators, and live streaming. TikTok’s focus on entertainment, trends, and viral challenges makes it a hub for creativity, especially among younger audiences.
POV:
Like Xiaohongshu, TikTok has its own mechanism that makes users addictive, encouraging endless scrolling (Doom-Scrolling), which I personally think isn’t suitable for children. The short-form video content can deteriorate a person’s ability to focus for long periods. In my opinion, TikTok, like Xiaohongshu, wouldn’t even be on my phone if it weren’t for business or marketing purposes.
That said, for business and marketing, TikTok is a powerful tool. Video content is far more engaging than traditional graphics and captions, making TikTok the go-to platform for businesses that can create creative, engaging videos. Its potential to reach a wide audience through viral content is hard to ignore for brands that thrive on creativity.
6. Twitter / X
Twitter, now rebranded as X, is a social media platform known for its microblogging format, allowing users to share short posts (originally limited to 140 characters, now expanded). It’s a hub for real-time conversations, trending news, and quick updates, making it popular among journalists, public figures, and businesses. X also supports multimedia content, including images, videos, and polls. With features like hashtags, trending topics, and retweets, it facilitates fast-paced interactions and global reach. The platform has also expanded to include Spaces for live audio chats and Communities to foster group discussions.
POV:
From Twitter to X—what a weird name and weird rebranding! It just sounds odd to say “please follow my X official account” or “X ads”. Twitter was such a long-established brand, and honestly, I still prefer to call it Twitter.
As for Malaysia, I don’t think Twitter (or X) is really a “Malaysian thing.” It might be famous in the United States, but from my experience, it feels more like a platform for “Angmoh” or “Mat Salleh.” At least among the people I know, not many are active on Twitter, except maybe Malaysian politicians or celebrities.
Overall, I think Twitter is one of those platforms in Malaysia that you can either have or skip, and it wouldn’t make much of a difference—unless you’re someone who experiences FOMO (Fear of Missing Out) on social media platforms.
7. Threads
And last but not least, Threads. Launched by Meta as a direct competitor to Twitter (now X), Threads is a text-based social media platform designed for real-time conversations and updates. It allows users to share short posts, reply to others, and engage in discussions, similar to Twitter’s original format. Integrated with Instagram, Threads makes it easy to connect with existing followers and import Instagram profiles. While it’s still relatively new, the platform aims to offer a more user-friendly space for quick updates, thoughts, and public conversations.
POV:
Threads feels like the third little sibling in Mark Zuckerberg’s Meta family, after Facebook and Instagram. As of now, I’m not using it, so I don’t have a personal opinion on Threads! 😄
Final thoughts:
Initially, I just planned to write about the popular social media platforms in Malaysia, but after adding my POVs, it feels like I ended up touching on the darker side of social media. Despite that, I hope this article provides some new insights and helps you better understand the social media landscape here.
The golden words to keep in mind are: produce rather than consume. If you’re producing insightful content and sharing it through social platforms—well done, keep up the good work! But if you’re just consuming trash content, like endlessly watching pretty girls dancing or following influencers’ lives, it’s fine once in a while. However, if that’s all you do, then maybe it’s time for a dopamine detox.
Books Recommendation
- The Anxious Generation: How the Great Rewiring of Childhood Is Causing an Epidemic of Mental Illness – Jonathan Haidt
- InstaBrain: The New Rules for Marketing to Generation Z – Sarah Weise
- Dopamine Nation: Finding Balance in the Age of Indulgence – Anna Lembke
- Stolen Focus: Why You Can’t Pay Attention–and How to Think Deeply Again – Johann Hari
- The Chaos Machine: The Inside Story of How Social Media Rewired Our Minds and Our World – Max Fisher